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Lincoln Ice Hockey Association: Growing Hockey in the Heartland
內容大綱
Griffin Gale, an advertising professional and hockey enthusiast, was dedicated to growing the sport of ice hockey in Lincoln, Nebraska, through his work with the Lincoln Ice Hockey Association. He had to decide how to overcome the challenges of growing the sport in a city dominated by other sports, ensuring its future in the region.
學習目標
This case is suitable for introduction to marketing and marketing management courses at the undergraduate and graduate levels. The case could also be used in a general marketing course, sports marketing course, or services marketing course. This case explores targeting and how marketing mix can be used to grow hockey in the city. After working through the case and assignment questions, students will be able to do the following: <ul><li>Use the marketing mix (product, price, promotion, channel) to grow an organization.</li><li>Prioritize marketing mix decisions.</li><li>Evaluate factors impacting and impeding growth.</li></ul>